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Digital Marketing and Gift Giving
Dr. Deva Rangarajan
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agenda Trends in gift giving Digital marketing tips Performance
Conclusion
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Trends in gift giving: Age differences
Source: The Next Generation of American Giving: Blackbaud Research Institute, 2018
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Trends in Gift Giving: Direct Mail
Source: The Next Generation of American Giving: Blackbaud Research Institute, 2018
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Trends in Gift Giving: Social Media
Source: The Next Generation of American Giving: Blackbaud Research Institute, 2018
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Trends in Gift Giving: Mobile
Source: The Next Generation of American Giving: Blackbaud Research Institute, 2018
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Priority Areas for gift giving
Health Religion Social Services
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Giving trends by subsector
Source: Vital Signs: Monitoring Giving Patterns in the Donor Market Place, Blackbaud Research Institute
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Some Digital Marketing Tips
Use optimized video campaigns Pay per click Retargeting marketing Backlinks and influencers
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Use optimized video campaigns
Using videos in your s can double or triple your click-through rates (Hubspot) Boosts landing page conversion by 80% (Hubspot) Using the word “video” in a subject line improves rates by 19% (Hubspot)
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PPC Marketing PPC advertising increases traffic to your website
Using Google Grants can help non-profits to have access to upto 10,000 USD a month in PPC advertising through its Ads service Analyze data from PPC results to optimize message across channels
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retargeting 2% of shoppers convert the first time, retargeting will help engage with the other 98% (AdRoll) Use Facebook Exchange in combination with AdRoll. Be careful to remove an individual if they make a donation to avoid spamming Might be more relevant for bigger non-profits
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Email Marketing Cheap(er) Use MailChimp (15% discount)
Use alternate source like Aweber Communications to get a 25% discount Easier to segment donors and send targeted messages
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Backlinks and influencers
Your non-profit should have a website (mobile friendly) Use of like Facebook, LinkedIn, Twitter will help When other sites link to your pages, you’re improving your website’s reliability as a source of go-to information. When you backlink you get more credit from Google resulting in a higer listing on their Search Engine Results Page Use influencers to increase visibility
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Performance: Importance of analytics
Stronger relationships Improved lead generation Higher contributions Increased engagement Decreased marketing spend on printing/mailing costs Decreasing cost of “sales”
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Some metrics to keep in mind
Website Page views open and click-through rates Landing page conversion ratio Amplification, applause, and conversation rates Donation conversions by channel Fundraising ROI Donor retention rate Donor and donation growth Gifts secured
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BECOMING KPI-SMART Track in regular intervals
Share reports in digestible and visually-attractive formats Test and learn approach: share what has worked, and what has not
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In conclusion Know your donors Woo them- do not stalk them
Continue the relationship after the donation Multichannel marketing efforts will yield better results Measure impact of your campaigns
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2019 Marketing Technology landscape
Organizations that want to be more data-driven have a wide array of marketing technology at their fingertip to track progress. More than 7000 suppliers in 2019! For talking points, read:
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drangarajan@bsu.edu http://bit.ly/bsusalescenter
Thank you
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